What drives brand decisions in Québec

March 04, 2008

Citius, Altius, Fortius

Olympic marketing in Quebec must work faster, higher and stronger.

The NFL’s Super Bowl might top Forbes’ ranking of the world’s most valuable sporting event brands, but the Olympic brand is arguably the most coveted and staunchly protected global sport brand. Its essence is rooted in universally meaningful values and the symbolism of the Olympic Games resonates across a world that’s often deeply divided.

Yet, as is often the case with global brands, the Olympic Games can be made more relevant and appealing to a specific cultural group by adopting a “glocal” approach that’s more in tune with its general attitudes towards the brand. We took a look at how Quebecers relate to the Olympic Games based mainly on the recent findings from the Headspace Monitor, our online survey tool.

While there are many similarities between Quebecers’ views of the Olympics and those of the population in the rest of Canada (ROC), there are also significant differences that should be factored in the development of Olympic-related promotional efforts in that province. As organizers and partners ramp up the Olympic noise leading up to the 2008 and 2010 Olympic Games, being sensitive to the way Quebecers filter their messages can help increase their effectiveness.

Je me souviens

Baron Pierre de Coubertin, the founder of the modern Olympic Games, said that “Holding an Olympic Games means evoking history.” For many baby boomers in Quebec, this history is inextricably linked to the 1976 Montreal Summer Olympic Games. Jean Drapeau, the mayor of Montreal at the time, famously said “the Montreal Olympics can no more have a deficit, than a man can have a baby.” It took 30 years to pay the debt. Its symbol, the Olympic stadium–“the Big Owe”–remains an unavoidable reminder of that history.
It’s therefore not surprising that Quebecers are generally more concerned about the financial aspects of holding Olympic Games. When asked if the federal government should help fund the Vancouver/Whistler bid for the 2010 Winter Olympics, Quebecers were least likely to agree according to a survey conducted by Ipsos Reid in 2001.

On the flip side, and likely as a result, our survey found that Quebecers are significantly more likely than people outside the province to agree with the statement “Sponsors provide vital support and funding to help ensure the Olympic Games take place.”

Canadian Olympic pride is closely linked to Canadian pride. And Quebecers simply do not have as much pride in Canada as Canadians in the ROC. A survey conducted in 2002 asking Canadians if they were proud to be Canadians revealed that one in 10 Quebecers said no. This sentiment appears to rub off on Canadian Olympic pride. Our survey asked Canadians if they agreed with the statement “The Olympic Games let me be proud of Canada.” Only 56% of Quebecers agreed while 74% of Canadians in the ROC agreed. We saw a similar pattern with what is perhaps the Olympics’ most powerful symbol: the Olympic torch. Quebecers were less likely to agree that carrying the Olympic torch for Canada would be an honour (88% in Quebec versus 95% in the ROC).

 Implications: Consider linking the notion of “Canada’s Games” with its people and what unifies us all when it comes to sportsmanship.

Going for the gold

Canada hopes to not only be a great host but also to own the podium in 2010. While it’s a worthy objective, not everyone views winning a gold medal as the ultimate sport achievement. Quebecers are least likely to agree with the statement “There is no better achievement in sport than winning an Olympic gold medal” (38% in Quebec versus 56% in the ROC).

Our survey also indicates that Quebecers are more likely to feel that their enjoyment of the Olympic Games is spoiled by drugs or doping issues and least likely to believe that the performance of Olympic athletes encourages children to participate in sports.

 Implications: Marketers should learn from Baron de Coubertin’s words: “The important thing in life is not the victory but the contest; the essential thing is not to have won but to have fought well.”

What’s in it for us?

Quebecers are strong supporters of amateur sport. It’s visible in every community and in the media coverage in Quebec. And it’s reflected in their expectations of Olympic sponsors. They are significantly more likely than Canadians in the ROC to agree with the statement “Olympic sponsors should do more than financially support the Olympic Games, they should support the amateur sport organizations that support our athletes” (85% in Quebec versus 78% in the ROC).

They also expect sponsors to do more at the grassroots level: 91% of Quebecers agree with the statement “Olympic sponsors should do more at the community level to encourage young people to participate in sports,” compared to 83% in the rest of Canada.

 Implications: Quebecers will reward Olympic sponsors who have a real and visible impact at the grassroots level, closer to home. After all, VANOC and its partners aim to generate sufficient revenue to host the Games but also to leave a financial legacy for sport.

Proud of our own

Quebecers support all Canadian athletes but they’ll cheer louder for their own sons and daughters. Asked if they are more interested in the performance of Canadian athletes in general or athletes from their own province, 53% of Quebecers said athletes from their province compared to only 12% of Canadians in the ROC. As Kelly Vanderbeek from the Women’s National Ski Team once said: “I really believe it’s a border thing–the Quebec people really like to see their athletes beat the rest of the country. They are proud of their Olympic athletes and follow them religiously.”

The Quebec government doesn’t shy away from reinforcing this feeling of pride. Following the 2006 Torino Winter Olympics, it ran radio advertising to greet returning Quebec athletes: “You’re finally here. After an eight-hour flight, 16 days of competition. After many years of efforts and training. A model of courage and determination for future generations. Dear Quebec athletes. Thank you. We’re so proud of you.”

 Implications: Keep it close to home and leverage Quebecers’ strong sense of place by supporting Quebec athletes. Adopt a tone that borders on family pride similar to McDonald’s Restaurants’ campaign supporting Olympic diver Alexandre Despatie during the 2004 Athens Olympic Games.

*****

Olympic sponsorship is intended to generate support for the Olympic Movement and Games and, in return, benefit the sponsor. The expected benefits may vary greatly depending on the sponsor but improved brand equity is almost always a measure of ROI. Our survey suggests that investments in Quebec must work even harder to shift perceptions since Quebecers are less likely to agree with the statement “seeing the Olympic rings on a product or service is likely to make me feel more positive towards that brand (32% in Quebec versus 40% in the ROC).

Leveraging some of these differences should help generate a faster, stronger and higher ROI in Quebec.